Tuesday, August 19, 2014
One of the remarkable things about signs as an advertising medium is their longevity. If made with quality materials, a sign can last a long time—often longer than the business itself. That’s not something that can be said about most other types of advertising.
Online ads disappear in seconds as you click off the page. Radio and TV ads are just as fleeting. The newspaper gets thumbed through and goes out with the day’s trash.
Not so with a sign. It’s out there day and night, doing its job year after year.
It’s something most customers never consider. Most think ...
Wednesday, July 2, 2014
For almost every issue of SignCraft for the past 30-plus years, we’ve sent a scenario for a fictitious sign project to several highly skilled sign professionals. We’ve asked them to do a quick sketch of the sign they might have produced and estimate a selling price for the job, then shared it all in SignCraft.
In the latest issue, it’s the graphics for a pair of new white tow trucks for a salvage yard. The owner wants a new look, and likes the idea of incorporating a salvage hook into the design. But he’s flexible and is willing to ...
Thursday, June 5, 2014
Many years ago, I asked the legendary Chicago sign designer Bob Seelander how to tell if a sign layout was going to work. He said that what mattered was “the legibility of the copy and the general appearance of the layout through half-closed eyes.”
In the May/June 2014 issue of SignCraft, Rob Cooper, whose outstanding sign designs fill Koh Tao, Thailand, says that if you squint at the sign and cannot easily read the essential message, the sign isn’t working.
The squint test has long been used by sign designers, graphic artists and fine artists as a way to test ...
Wednesday, May 14, 2014
The most common cause of not pricing a job profitably is simply forgetting to charge for some portion of the job. Maybe you didn’t account for how complex the sign really was, or the cost of the step stakes, or the time it took to install it. Overlooking one thing can eat up the profit on a sign job.
Tomm Moll of Tomm Studios [www.etomm.com] realized this early in his career as a sign shop owner. So he came up with a simple one-word reminder that helped him avoid pricing errors: BASIC. It’s an easy word
to remember ...
Wednesday, April 23, 2014
Even as a sign professional it’s easy to overlook an opportunity for a client to take advantage of the advertising power of signs. And it’s even easier for your clients to miss the chance to use signs to drive business in their door.
Dan Mika, Buffalo, New York, first put this graphic together as a tool to help make sure the client puts every signage opportunity to work. He recently updated it to make it even better. It’s easy
to use, and since it’s visual, it’s a quick, easy way for clients to see what they may be missing.
Click here ...
Tuesday, April 1, 2014
In the market for a few great fonts for sign work--for free?
Most typefaces don’t work well on signs. There are tens of thousands to choose from, but since most were designed to use on the printed page or on a computer display, they often lose legibility at the large sizes needed for sign work.
Searching for typefaces for sign work that are highly legible and interesting can be addicting. Ken Tamashiro, Ken's Custom Signs, Los Alamitos, California, is always looking for great fonts for sign work and has a few free ones he’d like to share.
Friday, March 7, 2014
No sign shop ever seems to have enough workspace—or enough time to get everything done. Getting (and staying) organized is one way to cope with both of those issues. If you’re picking up rolls of the products you use every day to roll out on the worktable, you’ll appreciate the rack that Duffy Weiss, Sign Pro, Mandan, North Dakota, built for this task.
It holds six rolls of material, up to 54-in. wide, on sections of 1-in. galvanized pipe. It puts those materials that you use every day right at your fingertips: application tape, banner fabric, film, magnetic material or ...
Tuesday, February 18, 2014
SignCraft recently asked veteran sign designer Bob Behounek to show how he would redesign typical signs we’ve seen along the road. We’ve asked Bob to explain the tools he would use to make these signs more appealing and more effective.
We know nothing about how the sign originated—what the client insisted upon, how they controlled the layout, or how they limited the sign shop that produced the sign. Our goal is simply to continue to give SignCraft readers knowledge, skills and ideas that they can use to create signs of higher value. Don’t miss the series in SignCraft ...
Monday, January 27, 2014
One of the biggest challenges of the sign business is pricing your work accurately. We’re not selling something we can grab off the shelf, mark up and sell. Almost every sign is a custom product. (If Al decides he doesn’t want the sign you made once it’s finished, you can’t exactly sell it to someone else—it’s not likely that a different “Al’s Tire & Wheel” will show up looking for a sign, right?)
When you have to price a yard sign one minute and a storefront sign or van wrap the next, it can be easy to make a mistake. ...
Thursday, January 9, 2014
Here’s a question for your clients: Why settle for just a sign on your storefront when you can turn the whole storefront into a sign? They’re spending money renting their location, so why shouldn’t they get maximum return from it. One of the easiest ways to do this is to add window graphics that tie into the sign and extend the visual impact of the sign.
Jocelin Snow [Snow Signs, Salinas, California] often uses this approach to give her clients’ storefronts more visual muscle. Peter Poanessa [Keene Signworx, Swanzey, New Hampshire] used it for the Fireworx restaurant storefront. As the ...